Lifecycle Marketing Manager

Varo Bank; San Francisco (CA); On-site; USD 110,000 - 170,000; Full time

Job summary

Varo Bank is seeking a Lifecycle Marketing Manager to own onboarding, engagement, retention, and resurrection programs across multiple channels. You will design experiments, measure impact, and drive product adoption and cross-sell opportunities.

Collaborating with Product, Engineering, Research, Marketing, and Data, you will create data-driven experiences and scalable journeys, with a hands-on approach to copy, assets, and QA across Braze, email, push, and in-app messaging.

Qualifications

• 3–5+ years of hands-on lifecycle/retention/engagement marketing.
• Experience with marketing automation platforms (e.g., Braze, Iterable, Salesforce Marketing Cloud).
• Hands-on copywriting and asset creation.
• Product collaboration to align marketing with experiments and roadmap.

Responsibilities

• Own lifecycle programs across onboarding, engagement, retention, and resurrection with clear performance metrics.
• Build & launch automated, personalized cross-channel campaigns across email, push, SMS, and in-app messages.
• Write copy and create campaign assets; partner with design when needed.
• Manage end-to-end program ideation, briefing, QA, launch, optimization, and reporting.
• Set up and manage complex lifecycle journeys, triggers, and automations in CRM platforms (e.g., Braze).
• Design and run A/B tests; establish test/control groups and an experimentation roadmap.

Skills

Lifecycle marketing

CRM & Campaign Execution

Hands-On Builder

Product Collaboration

Segmentation & Personalization

Analytical Mindset

Experimentation

Data Tools

Operational Rigor

Communication & Collaboration

Customer-Centric Thinking

Results Orientation

Education

3–5+ years in lifecycle/retention marketing

Marketing automation platforms

Tools

Braze

Iterable

Salesforce Marketing Cloud

Figma

Job description

Varo is an entirely new kind of bank. All digital, mission-driven, FDIC insured and designed for the way our customers live their lives. A bank for all of us.

About the Role

Join Varo Bank as a Lifecycle Marketing Manager and help us deliver personalized, data-driven experiences that deepen customer relationships and drive long-term engagement.

This is a highly hands-on, execution-focused role for someone who thrives in a fast-paced, high-growth environment and takes full ownership of lifecycle programs across onboarding, engagement, retention, and resurrection. You won’t just execute campaigns—you’ll build, optimize, and scale the systems and journeys that power how we communicate with millions of customers.

You will own outcomes, not just outputs—driving key business metrics like primary banking conversion, product adoption, and cross-sell (e.g., lending). You’ll design experiments, establish test/control frameworks, and measure impact to continuously improve performance.

Working closely with Product, Engineering, Research, Marketing, and Data, you will bring lifecycle strategies to life across email, push, SMS, content cards, and in-app messaging.

How you’ll make an impact

• Drive Lifecycle Strategy & Business Outcomes: Own lifecycle programs across onboarding, engagement, retention, and resurrection, with clear accountability for performance metrics (e.g., conversion, activation, retention, cross-sell).

• Build & Launch Campaigns End-to-End: Ideate, write, design, and execute automated, personalized cross-channel campaigns across email, push, SMS, and in-app surfaces.

• Hands-On Content Creation: Write your own copy and build campaign assets (e.g., emails, push, in-app messages), partnering with design when needed but able to move quickly and independently (e.g., Figma).

• Own End-to-End Program Management: Manage lifecycle programs from ideation through execution—including briefing, calendaring, QA, launch, optimization, and reporting.

• Journey & Automation Management: Set up and manage complex lifecycle journeys, triggers, and automations within CRM platforms (e.g., Braze).

• Testing & Measurement: Design and execute A/B tests, establish test/control groups, and build a structured experimentation roadmap to drive continuous improvement.

• Data-Driven Decision Making: Analyze performance using tools like Amplitude, Tableau, or similar platforms, and translate insights into actionable improvements.

• Cross-Functional Collaboration: Partner closely with Product, Engineering, and Data teams to align lifecycle efforts with product experiments and roadmap priorities.

• Operational Excellence: Ensure campaigns are executed with precision across segmentation, personalization, and QA processes.

The skills and experiences you’ll bring

• Relevant Experience: 3–5+ years of hands-on experience managing lifecycle, retention, or engagement marketing programs.

• CRM & Campaign Execution: Experience with marketing automation platforms (e.g., Braze, Iterable, Salesforce Marketing Cloud), including journey orchestration.

• Hands-On Builder Mentality: Comfortable owning the full campaign lifecycle, including copywriting, QA, and building assets (experience with tools like Figma is a plus).

• Product Collaboration: Experience working closely with Product teams and aligning marketing with product experiments and roadmap priorities.

• Segmentation & Personalization: Strong understanding of customer segmentation, targeting, and lifecycle journey design.

• Analytical Mindset: Strong analytical and quantitative skills, with the ability to measure impact and drive data-informed decisions.

• Experimentation: Experience designing A/B tests, setting up control groups, and managing experimentation roadmaps tied to business outcomes.

• Data Tools: Experience using analytics tools such as Tableau, Amplitude, or similar platforms.

• Operational Rigor: Strong attention to detail across QA, documentation, and campaign execution.

• Communication & Collaboration: Ability to clearly communicate insights and work cross-functionally.

• Customer-Centric Thinking: Ability to create relevant, engaging, and on-brand customer experiences.

• Results Orientation: Track record of driving measurable impact in a performance-driven environment.

• Nice to Have: Experience in fintech, banking, or another regulated industry, Familiarity with CDPs such as Segment, Basic SQL skills or data analysis experience

For cash compensation, we set standard ranges for all US-based roles based on function, level, and geographic location, benchmarked against similar-stage growth companies. Final offer amounts are determined by multiple factors as well as candidate experience and expertise and may vary from the identified range.

Varo is an equal opportunity employer. Varo embraces diversity and we are committed to building teams that represent a variety of backgrounds, perspectives, and skills. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status.